Influence of traditional culture advertising content on Guochao brands consumers'purchase intention
In response to the impact of traditional cultural advertising on social media by Guochao brands on consumers'purchasing intentions,a research model between the content of traditional culture advertisement,perceived value and the purchasing intention of Guochao brand consumers was constructed based on the theory of " stimulus-organism-response".The data of 241 valid questionnaires were collected,and path validation was carried out by using stepwise regression analysis and Bootstrap mediation effect analysis.Research has found that"perceived affective value" plays a partial intermediay effect between "quality information" "fan interaction" "product promotion" and purchase intention."Perceived cognitive value" is partial mediated between the three kinds of traditional culture advertising and purchase intention."Perceived experience value" has a complete mediating effect between "quality information" and "fan interaction" and purchase intention,and a partial mediating effect between"product promotion" and purchase intention.
traditional culture advertisingGuochao brandsSOR theoryperceived valuepurchase intention
NETL
NSTL
万方数据
